One of the most overlooked but essential flows in email marketing is the Sunset Flow. While many flows (like Welcome, Abandon Cart, or Winback) focus on driving conversions, the Sunset Flow plays a different — but equally critical — role: it protects your deliverability, reduces wasted spend, and ensures you’re only emailing subscribers who are still interested in your brand.
What Is the Sunset Flow?
The Sunset Flow is designed to identify and suppress completely unengaged subscribers — typically people who haven’t opened or clicked an email in the last 180 days. If they remain unresponsive throughout the flow, they’re suppressed and removed from your active sending list.
This process keeps your email program lean and healthy. Instead of dragging down deliverability by sending to people who never engage, you’re focusing your energy (and your budget) on subscribers who actually want to hear from you.
Why the Sunset Flow Is So Important
There are three big reasons every brand should run a Sunset Flow:
- Protecting Deliverability
Every time you send emails to unengaged profiles, it signals to inbox providers like Gmail and Outlook that your messages aren’t wanted. Over time, this hurts your deliverability, pushing even your best emails into the dreaded Promotions tab — or worse, the spam folder. By suppressing unengaged subscribers, you protect your sender reputation and maximize inbox placement for the people who matter. - Saving on Billing Costs
Platforms like Klaviyo bill you based on the number of active profiles in your account and the emails you send. If you keep thousands of unengaged subscribers on your list, you’re literally paying for nothing. Removing them reduces your monthly bill and makes your marketing more cost-efficient. - Saving on Sending Costs
Sending emails costs money — and every email you send to an unengaged subscriber is wasted budget. By suppressing them, you stop throwing money at people who will never convert.
In short: the Sunset Flow improves your ROI, lowers costs, and boosts performance.
What Happens in the Sunset Flow?
The Sunset Flow is a last-chance re-engagement sequence. Subscribers who haven’t engaged in the past 180 days are enrolled. You’ll then send a series of three emails (with a 5-day delay between each) designed to re-ignite interest and find out whether these subscribers can still be saved.
If they remain unresponsive after the third email, they are automatically suppressed. You stop emailing them — with the exception of major campaigns (like Black Friday) where you may choose to include them strategically. Bear in mind that once a profile has been manually suppressed, if that same profile becomes unsuppressed, it cannot be manually suppressed again within 90 days.
📉 Common Reasons Subscribers Stop Engaging with Emails
- Email Overload
- Receiving too many emails too often can overwhelm subscribers.
- They tune out, stop opening, or unsubscribe to escape inbox fatigue.
- Irrelevant or Low-Value Content
- Content that doesn’t speak to their interests, needs, or stage in the customer journey feels like noise.
- If subscribers don’t see personal relevance or value, they won’t bother opening.
- Poor Email Design & User Experience
- Emails that are cluttered, hard to read, or not mobile-optimized quickly lose attention.
- If the design feels unprofessional, it can even erode trust.
- Too-Frequent Sending
- Even relevant content becomes irritating if it’s sent too often.
- Over-communication can cause subscribers to disengage or mark emails as spam.
- Misaligned Expectations
- If what subscribers thought they signed up for doesn’t match what they’re receiving, they’ll disengage.
- Example: signing up for exclusive deals but only receiving blog content.
- Deliverability Issues
- Emails landing in Promotions or Spam folders go unseen.
- Poor list hygiene and bad sending practices can bury even good content.
- Life Circumstances or Changed Needs
The 3 Sunset Flow Emails
Here’s how to structure your sequence:
Email 1: The Re-Engagement Nudge
- Subject Line Ideas:
- We Miss You — Here’s 15% Off to Come Back
- Your Exclusive Offer Inside 💌
- Content: Remind them why they signed up in the first place. Highlight your core value proposition and pair it with a compelling incentive (e.g., a discount, free shipping, or a bonus gift). The goal here is to spark curiosity and give them an easy reason to click back to your site.
Email 2: Tailored Offer Based on Last Purchase
- Subject Line Ideas:
- Still Thinking About [Product Name]?
- Upgrade Your [Last Purchase] With This
- Remind them of their special discount
- Content: Personalize the message to their history. If they last bought skincare, offer a complementary product like a moisturizer. If they purchased coffee, offer a new seasonal roast. Show that you remember what they purchased and are offering something specifically for them. This makes the message feel relevant, not generic.
Email 3: The Goodbye Email
- Subject Line Ideas:
- Is This Goodbye?
- Let them know their discount code is still valid
- We’ll Miss You — Unless You Click Today
- Content: Be direct. Let them know this is their last chance to stay subscribed. If they don’t click, they’ll be removed from your list. This creates urgency and taps into fear of missing out. End with a clear, strong CTA to stay connected.
What to Offer in a Sunset Flow
The best offers are those that balance high perceived value with low cost to your business. Some options include:
- A one-time discount code (10–15%)
- Free shipping or shipping upgrade
- A free bonus gift with purchase
- Exclusive early access to an upcoming launch
- Loyalty points or entry into a giveaway
Tailor the offer to their last purchase whenever possible. If they bought once, give them a reason to try again.
The Bottom Line
The Sunset Flow isn’t about chasing every subscriber forever. It’s about protecting the health of your email list, maximizing ROI, and focusing on the people who do want to hear from you. By sending three strategic last-chance emails and then suppressing the rest, you:
- Improve deliverability
- Save money on billing and sending
- Gain insights into why subscribers disengage
- Keep your list engaged, healthy, and profitable
If you’re serious about email marketing success, don’t skip the Sunset Flow. It’s not just housekeeping — it’s a growth strategy that ensures every email you send is working harder for your brand.
